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Acknowledgments
Preface
PART I Why This Is Important
1 The Value of Marketing: A Critical Issue
2 How the ROI Methodology Works
PART II The Details of the ROI Methodology
3 Start with Why: Align Programs with the Business
4 Make It Feasible: Select the Right Solution
5 Expect Success: Plan for Results
6 Make It Matter: Design for Input, Reaction,
and Learning
7 Make It Stick: Design for Action and Impact
8 Make It Credible: Isolate the Effects
of the Program
9 Make It Credible: Convert Data to Monetary
Value and Identify Intangible Measures
10 Make It Credible: Capture Costs of Program
and Calculate ROI
11 Tell the Story: Communicate Results to Key
Stakeholders
12 Optimize Results: Use Performance Improvement
to Increase Funding
13 Forecast the ROI
14 Make It Work: Sustain the Change to
a Value-Driven Marketing Program
Appendix A
Appendix B
Appendix C
Notes 315
Index 321
